MUMBAI: FMCG commodities manufacturer Parakh Agro Industries has assigned Grey group India to handle its creative duties, across advertising, digital solutions, retail design and activation. The agency won the business in a multi-agency pitch process, which involved participation of leading advertising agencies.

Formerly called Parakh Foods, the company is looking at expanding its distribution and taking the brand national. 

Parakh Agro joint director Mayank Parakh said, “Looking for the right strategic and creative partner was a challenge as we had to filter down to the agency that understands our vision and hence build ideas from its core. The team at Grey has worked hard to win this role and with them on board, we are excited and confident about winning hearts for our brand Samrat around the nation.”

A representative from Grey India added, “Grey is privileged to work with one of India’s finest, ‘Made In India’ brands. Staples are a hugely challenging category. Branded staples consist of just two per cent of the entire universe. The challenge for us is to wean people away from traditional chakkiwallas and unbranded staples sold by neighbourhood kiranas. Greys communication will target just doing that in its ‘famously effective’ way.”

As the company is headquartered in Pune, the agency’s Mumbai office will handle the account.